The days of Don Draper are over. Opaque and misleading advertising styles simply won’t do in this day and age. There is <em>so</em>much information out there and a seemingly infinite number of ways for the average consumer to collaborate and share their opinions or stories with <em>very</em> large audiences.
Give the people what they want. People want honest opinions about brands and they want speedy customer service. On social media, if you’re not being authentic and transparent this will be painfully obvious. Complaints need to be answered to in a timely manner and feedback cannot be censored or deleted. Ignoring negative feedback, pleas for help or censoring content is the easiest way to sink your social media efforts.
Additional reading and infographic here.